CXM through Email Marketing

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It might sound a little offbeat that an e-mail can enhance user experience. Well, that’s precisely what I experienced when I received a New Year Wish email from Swiggy (food-tech start-up). You can view how beautifully they have utilized all the data points collected over the year and presented it in such a personalized manner.

One of the biggest impediment in e-mail marketing is to ensure that receiver at least read the email once. Most of the time, the receiver deletes the email without even opening it. However, if an email is crafted in such a beautiful manner, then definitely receiver is compelled to read it once. The above example portrays the true meaning of personalization while using the customer data intelligently to create an extraordinary experience for the customers to make them feel valued.

At the turn of the century, marketing gurus and consultants started talking about customer relationship management (CRM) and embracing technology to yield tremendous benefits out of the CRM principles. Today, we talk about customer experience management (CXM). However, while talking about CRM or CXM one thing has not changed, i.e., firm's ability to leverage the data and ensure that it serves the purpose for which it had been collected, i.e., better customer experience.

The art of leveraging data intelligently is not so common, and firms should try to gain expertise on this front, as data collection no more gives any competitive advantage to the firm. Since anyone can do it with very less investment with the advent of the cloud. To showcase how well established firm can miss creating lasting impact in terms of customer experience can be understood through another new year wish e-mailer from Indigo Airlines.


The email is very plain and ordinary, or I should say it is just like any other promotional email. In 2019, I flew mostly with Indigo, and hence, they have ample amount of data points to personalize this email by suggesting some commonalities or differences between the places I visited and the new destinations they started their operations. This kind of personalized email definitely would have created more impact than the one I received.

Well, all we can say through the above examples is that the power lies in the data, but it depends on the firm's creativity and skills to have a lasting impression on their customer

Happy Curiosity 2020 😊

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